"The U.S. mobile service market has grown intensely competitive over the last three years as growth in new smartphone subscribers tapers off. U.S. operators have ramped up incentives to lure subscribers from competitors and encourage their own to stay longer—their game plans have switched gears from ARPU growth to churn management," said Harry Wang, Parks' senior director of research, in a prepared statement. "The migration away from a two-year contract has made service switching easier for consumers, and consequently mobile service providers are facing more pressure on churn."
From the article "Parks: Loyalty Programs, Data Rollover Important To Likely Switchers" by Colin Gibbs.
The latest update of Parks Associates’ OTT Video Market Tracker analyses the launch of NFL+, the OTT subscription service operated by the NFL in the US and the market context for the service, as part...
Amazon, for example, is able to sell its own TV streaming products as well as market and promote those products more prominently on its official website. But user trends favor the company’s services....
Research from Parks Associates finds smart speakers inspire strong brand loyalty among owners – 97 per cent of smart speaker households own only one brand in this device category. The research reve...
Research from Parks Associates finds that the percentage of UK broadband households stating that they are likely to cancel their pay-TV service has increased to 24 per cent in late 2018 from 12 per ce...
